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Keywords: Festivals
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–16.
Published: 22 June 2026
... a mixed-method approach. Semi-structured interviews and a systematic survey were conducted in the Qingdao International Beer Festival to develop a measurement of MTIEs. Based on the stimulus–organism–response framework, a research model was constructed and a second round of sampling was conducted...
Includes: Supplementary data

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